Learn Search Engine Marketing

SEM Strategies

SEM Strategies

  • Voice search optimization
  • SEM automation
  • Device customization
  • Alternate ad platforms

Like every marketing channel, SEM changes every now and then. We’ve picked four strategies, which will help you stay on top and crush your business goals.

Voice search optimization

33% of adult audiences reported using voice search monthly at the beginning of 2019. Half of all searchers have used voice input in 2020. Voice search shopping is predicted to be a $40 billion market in two years. To stay ahead, you need to apply voice search optimization to your search engine marketing.

Unfortunately, it’s easier said than done – options for voice search optimization are quite limited. However, you can adjust your search ads right now. First of all, include more long-tail keywords – it will help your ads appear in more search results.

Another trick is to make your content more conversational. Notice how people chat in everyday life and apply this style to your search engine marketing.

SEM automation

Investments in search advertising are predicted to reach over $151 million in 2020 with annual growth of around 6%. For marketers with limited budgets, this means colossal competition and, probably, a drop in conversion rates. Thus, you’ll need to become even more creative to win the race.

SEM automation will help you get rid of routine tasks and find more time for planning strategies and activities. Consider using the Google Adwords automation features, such as smart campaigns, automated bidding, automated rules, and more.

Device customization

In 2019, 52% of internet traffic worldwide was generated on mobile devices. Probably, your potential customers see your ads on mobile screens rather than desktops. Track the amount of traffic from different devices and try to adjust your search engine marketing to the most prevalent type.

Optimize your ads and content connected with them for mobile to get more customers. For instance, Google mobile users would love to see ads with shorter headlines – 12-15 characters in comparison with 15-20 characters for desktop devices.

Remember to optimize the landing page for your ad leads too. Try to reduce the loading time to less than one  second and make your webpage convenient for mobile users. You may also go for bigger buttons, lighter images, simpler design, and so on.

Alternate ad platforms

Google is considered to be the most popular platform for search ads – it makes up more than 70% of the market. However, the share of this giant has been falling for the previous three years, while other market players gain market share.

Take a closer look at other platforms, in particular Amazon. Not only this service is growing year after year, but it also has interesting features, especially for those who sell goods. The bottom line is Amazon ads have higher conversion rates; people may discover your brand on Google, but they come to Amazon with the intent to purchase. It makes Amazon ads the perfect channel to interact with your prospects in the lower stages of the marketing funnel.